Dick’s fishes for sales by co-locating concepts

Dick’s Sporting Goods is locating one of its namesake stores next to one of its Field & Stream stores to create an intriguing 90,000-sq.-ft. concept called the All-American Sports Center.

Although the concept due to open in Mobile, Ala., on July 23 is billed as the All-American Sports Center, that name won’t mean much to customers visiting the McGowin Park shopping center where the stores are located. That’s because exterior branding on the store will bear the Dick’s Sporting Goods and Field & Stream names and the stores will have separate entrances. The All-American Sports Center name will be used in promotional materials before and during the four day grand opening that begins Thursday, July 23.

What will make the format distinctive is once shoppers are inside there is no wall separating the stores. Shoppers will move freely from the golf, team sports and apparel assortment in the Dick’s stores to the extensive offering of fishing, hunting, camping and outdoor products offered by Field & Stream and check out on either side of the building. Because the stores are adjacent to one another, Dick’s has eliminated the outdoor department branded as “The Lodge” in its regular stores because an expanded offering of those products is available in Field & Stream.

According to the company, the format’s goal is to make shopping as convenient as possible by offering everything a traditional Dick’s and Field & Stream stores offer along with the convenience of being able to purchase all sporting goods and outdoor needs at one time, in one location and at any check-out.

"We're excited to offer the residents of the Mobile community two great stores in this one great location with the All-American Sports Center," said Steve Clemente, president of Field & Steam. "The store will carry an unparalleled assortment of sports and outdoor apparel, equipment and accessories and will become a real destination for athletes and outdoors enthusiasts in the community."